Standard Furniture Manufacturing is an Alabama-based furniture manufacturer that specializes in B2B sales. In 2017, Standard Furniture was acquired by a private equity firm who wanted to see greater returns from digital-focused growth in three areas: third party retail, B2B digital growth, and a direct to consumer brand launch. Standard Furniture engaged the Chameleon Collective to deliver on all three digital expansion strategies.
The immediate task was to rebrand and relaunch the parent company website StandardFurniture.com and launch DTC brand, sofab.com, on Magento and using contracted development and creative agencies. As the sites moved into development, the focus shifted to operational excellence and additional Chameleons were brought in to support customer care, CRM, digital marketing and social media. The expanded marketing and digital sales team shifted focus to B2B as a third and final strategy in late fall. The engagement was contracted for a 9-12 month term which included a transition period to current and new hires to assume the new work and to continue to drive the strategy.
CC brought in necessary technologies to support the strategies: Magento, Salsify, HubSpot, Yotpo, Criteo, Klarna while cleaning up digital marketing campaigns on Wayfair and AZN.